Marketing Strategy for Food on Wheels: A Vegetarian Food Delivery App

This report outlines a comprehensive marketing plan for 'Food on Wheels,' a proposed mobile application designed to deliver vegetarian food in Paris, France. It identifies the marketplace, proposes the 'Food on Wheels' app to address the lack of online vegetarian food options, and discusses the best approaches to segment the market, focusing on lifestyle and behavioral segmentation to target youths, college students, working couples, and office workers. The report evaluates ideal customers within the 20-45 age group, emphasizing their needs and preferences for convenient vegetarian meals. It also details the product element, focusing on the variety and quality of vegetarian dishes offered through the app, and suggests a psychological pricing strategy to attract customers, including a 7-day free subscription. Furthermore, the report advocates for social media marketing, utilizing platforms like Instagram, Facebook, and Twitter, and search engine optimization (SEO) to enhance visibility and customer engagement. Finally, it includes a timeline of key tasks for developing and launching the app, ensuring a structured and effective marketing approach. Desklib provides students access to solved assignments and study resources.

Principle of marketing

SECTION 2
Question 1: Stating the marketplace and proposed app
Marketplace is defined as the place that used to include the commercial dealings in the
sub markets. In the current project the selected marketplace is Paris which helps the people to get
various types of vegetarian food. Paris is the most popular city in France and the estimated
population is around 2165423 in 2019. Most of the people in such city are doing jobs and does
not prepare food by themselves (Balderas-Cejudo, 2019). They also don't have the best mobile
app to place an order to get the vegetarian food. This is the best marketplace but in such market
there was no proper availability of selling the vegetarian online food which has affected the
profitability. In order to manage such gap the city must have the good mobile app that serve best
to the people residing over there.
The proposed app to deliver the food is “Food on wheels”, this app will help Paris to get
the best food by placing order. As the country was facing the proper related to such and the job
doing people were not able to get the vegetarian food. This app will help them to place the
vegetarian food order and thus it satisfies the needs of the consumers. By this it will help to
manage the gap and satisfy the people in the rush market.
Question 2: Explaining the best approach to segment the market
Market segmentation is considered as the important aspects that used to set the
demographics, needs, priorities, interests and other behaviours in order to understand the target
audience. By having the proper understanding about the market segment it helps the new app to
know about the target audience for whom they will be serving more. The best approach can be
used is the lifestyle segmentation as this helps will serve to the people of different lifestyle. The
youth in the market is mostly affected by the online food app and place the order to eat food
(Galati and et.al., 2019). The market can also be got segmented on the bases of how the people
used to live their lives. As there are some people who do not prefer to prepare food and place
food online. So this app will help them a lot in order to get best at fair rate.
By having the market segmentation it helps the company to improve the marketing
campaigns and target the right people with the right messaging. By using this approach it will
make to know more about the audience with their preferences and needs in the market. The more
specific the audience the more app will be profitable in the marketplace. In order to have better

segmentation the behavioural segmentation can also be done which helps the company to have
better target audience in order to take online delivery of the vegetarian foods.
Question 3: Evaluating about the ideal customers
The ideal customers is defined as such customers that will benefit the company by having
more offering of the products and services in the market. These customers used to provide the
better value to the company in return. Ideal customers has better focus on the resources
availability in order to get best at right time. For the proposed new app the ideal customers are
youths, college students, working couples and the office goers. These people are considered as
important target audience for such new proposed app (Mehrolia, Alagarsamy and Solaikutty,
2021). The age group of mostly 20- 45 are the target audience and the ideal customers in Paris
which will be ordering vegetarian food from this new app. From the research it has seen that
more than 80% of the orders are come from these people which helps the online food app to have
better progress in the market.
As there are some college students in Paris who used to live alone and does not know to
prepare food, so this app can help them to serve them the best vegetarian food at nominal rates.
This app will be connected with the vegetarian restaurants that helps the people to order food
from such hotels and restaurants according to their budget (Gupta, 2019). There are some people
who are so busy in working and does not get time to prepare food or go for dinner outside so this
app will help them a lot in order to get the best meal at their door. The ideal customers for this
app can be the working couple, office employees living alone and students. This will help them
to get best and vegetarian food by placing order from the Food On Wheels. By this it will be easy
for them to have the food on time and have the
Question 4
The product element of the application known as Food on Wheels is going to be regarding
the different types of food that is going to be available for the product. This application is
considered to help the restaurants that is going to help the restaurant be visible for the online to
make the site for their own. It is also application helps the restaurant which is going to help the
organization focus on the marketing mix that also includes the point of sale system (Wibawa and
Maradona, 2022). In this the customers are going to search and look for table reservation in the
restaurant. The product available from this application are going to be of a vegetarian restaurant
hence, it is going to only provide all the vegetarian dishes for its consumers.

The vegetarian dishes in the product is going to consists of the different variety depending
upon the cost and also the way of production. There are different styles of cooking that are used
for the preparation of the vegetarian dishes. This restaurant is going to consists of diversity that
is going to be reflected in the application that is going to be prepared for this product. It can be
said that this organization is going to be focusing on the way in which they are able to gather the
resources that are required for the maintaining the quality and experiences of the products
Q.5 Pricing strategy for mobile app of vegetarian food
Pricing strategy that will be used for increasing sales of this service is: psychological. It is
one of the most effective pricing strategies that is being used to influence customers’ shopping
habits with the main aim of making higher value sales. The main reasons of selecting this pricing
strategy is to meet or satisfy customers’ psychological needs. It influences or pushes customers
towards buying products and services. So, by using this strategy, sales of this new products or
service can be increased. This psychological pricing strategy can help out this mobile app
developer in attracting customers of Paris and improving image in the market. In addition, it can
be said that this pricing strategy is a joint efforts of marketing, sales and pricing that is being
used by companies for building an attractive offer that grasp attention of customers and make
products desirable so that customers cannot wait another day to buy or another substitute (van
der Rest and et.al., 2020). In addition, customers will be provided 7 days’ free subscription so
that they can use it and can know effectiveness of mobile app of vegetarian food that developer
is going to launch for Paris. This free subscription can help out customers in making better
decision for buying services. It can increase trust of customers that is vital for business growth as
well as profitability.
Question 6
For the marketing of this application social media marketing is going to be the most
effective platform that is going to help the application reach the customers. This is going to allow
the organization with making the communication about the ways in which the application is
going to promote the business of this organization. Use of platforms such as the Instagram,
Facebook and Twitter is going to be very effective for the business to understand the ways to
reach the target market and be effective. This is going to be the way in which the business would
be very effective and trendy in its operations (Švajdová, 2019). In order to provide the customers
with the overview about the ways in which the business is developed it can be explained that this

organization is able to analyse the products and provide effective operations that is required for
the fulfilment of the operations. The users are going to use the application for the details of the
product images, rates, menus and even portal for the customer’s feedback for the where people
can help in the voice for their opinions regarding the experience. With the help of the video
presentation the customers are going to be able to see the process in the which the restaurant is
going to be preparing vegetarian products.
Through the means of digital technology, the application is going to use multimedia to
provide the customers with an experiences that would attract them towards the food. It is going
to be very effective for this application to have such a feature that would provide the customers
with assurance about the quality and purity of the vegetarian food. In order to provide the best
services, the company is going to choose the methods such as focused pricing for being able to
provide the competitive success that this application requires. The use of multimedia on this
application is going to help it to be more attracting and also allow the fun and comparative aspect
of the food in action. This is also considered to be able to provide the paid advertising for this
organization to be able to help it to collaborate with other companies that is going to be more
effective for achieving the growth.
Search engine optimization is going to be a very effective for communicating with the
users. It will make the efforts of the company into application 2 times more effective. This is
going to be more effective as the use of key words such as the vegetarian food is going to help
the business reach its target customers for the organization. The use of SEO tools is going to help
the business understand the effectiveness of the platforms which is also going to be the key
factor for the success. Food on wheel is going to take top keywords in their niche and create a
webpage of URLs of them.
Question 7
Task Name Duration Start Finish
Identifying users’
priorities 17 days Tue 9/6/22 Wed 9/28/22
Conducted an online
survey 12 days Thu 9/29/22 Fri 10/14/22
Identified problems of
users 10 days Mon 10/17/22 Fri 10/28/22
Prepared budget 5 days Mon 10/31/22 Fri 11/4/22

Competitive analysis 17 days Mon 11/7/22 Tue 11/29/22
Promotional activities 25 days Wed 11/30/22 Tue 1/3/23
Generated ideas and
designed the best
system
20 days Wed 1/4/23 Tue 1/31/23
Usability test 10 days Wed 2/1/23 Tue 2/14/23

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